The social media scene has a new player to rival Instagram – Tiktok. Is it a platform for businesses to adopt? We’ve taken a closer look.
For many businesses, their social media strategy will encompass Facebook, Twitter and Instagram. Obviously, some platforms will work better than others depending on the nature of the business, the target audience and what social networks they follow and interact with.
Tiktok is the leading social platform for short mobile videos, where users can upload 15-second clips directly from their phones. It’s for those who want to share most moments of the day with an audience. Everyone can be a creative director by filming snippets of their day and sharing with the world. Lip syncing, stunts and magic tricks are very popular topics for content. Similar to other social platforms, users can like and comment on the videos and utilise hashtags to navigate the app.
The community is designed to encourage a creative community to share ideas. This isn’t a platform for highly edited, polished videos, Tiktok has a very casual, relaxed feel.
Music, stickers, filters and various effects can be added to make these videos funny, memorable and must-share content.
Tiktok launched in 2016 and it passed one billion downloads earlier this year, so is really fast growing. The audience using Tiktok has an equal male/female ratio with 65% of users 20 years old or younger. 40% are teenagers, making this a Generation Z app.
Compare this to Instagram where 64% of the audience are 18-29 year old Millennials and where there is a higher number of female users.
The engagement rates make interesting reading with Instagram at 95% and Tiktok at 28%.
Tiktok is currently free for users to download. The app does maximise advertising opportunities with infeed content (videos), brand takeovers for a day, hashtag challenges and branded lenses or filters that users can add to their videos before sharing online.
Tiktok has a more advanced algorithm than Instagram in order to suggest connections and content of interest in the ‘For You’ section of each users account.
If you want to use Tiktok for your business, make sure the audience is right for you and your products and services. Try it yourself to see what kind of content is online.
The most important thing is to only utilise a social media platform if it is relevant to your business, don’t try to embrace the latest app trend if it’s not the right fit. Businesses don’t HAVE to be on all social platforms.
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